News (Noticias) for May 16th, 2008

Latino consumers in the U.S. will now find an online resource for topics ranging from personal finance and computers to parenting on the newly launched broadband Web site, Saber Hacer, accessible at www.SaberHacer.com. The two powerful verbs — Saber and Hacer — translate into know-how that engages the consumer in an interactive, educational and fun way. As of today, consumers will have expert-driven content, in both English and Spanish, at their fingertips that provides them with how-to tips and valuable advice on topics of interest to the community.

According to the AOL/Roper Study conducted in 2005, Hispanics’ online use of broadband connections is rapidly increasing. The survey found that Hispanics rely heavily on the Internet to learn about products, share opinions and improve their lives overall. However, it also pointed to the greater need for Spanish content and information relevant to the community. Given this trend, Saber Hacer is tapping into a space largely empty of significant, culturally relevant information, in both English and Spanish, for consumers looking for expert advice on various issues affecting their families’ lives.

“We recognize that the Internet is becoming a more powerful tool that more Hispanics are utilizing. Through Saber Hacer, we are empowering Latinos hungry for information that is going to help them make important decisions on topics of relevance to them and to the community as a whole,” said Michele Ruiz, president and Co-founder of Saber Hacer.

With more than 20 years of production experience, Saber Hacer is led by Emmy-Award-winning journalist Michele Ruiz, who served as KNBC-TV’s 6pm News Anchor from 1998-2005. Michele conceived the idea of Saber Hacer with a keen eye on the importance of providing information, with journalistic standards, in language and relevant to the lives of Hispanics in the U.S. today. “Saber Hacer holds the key to valuable information that is often unavailable to Latino consumers for various reasons. We have partnered with experts in different fields to make culturally relevant information readily accessible at the click of a button,” Ruiz adds.

Currently, the Saber Hacer broadband site contains original content — not translated — and continues to develop culturally pertinent topics such as health, education and careers among others. The Saber Hacer team has also given a great deal of attention to the many market segments that define the Latino community, which is why content is developed in both English and Spanish. With investment in focus groups, technology and video production, Saber Hacer continues to build its knowledge-based content, creating an intellectually exciting and emotionally engaging bilingual outlet for consumers. In addition, Saber Hacer provides a series of bilingual DVDs obtainable through the online store that offers more resources available to consumers.

For more information or for media inquiries, please contact Delia Lopez at 310.882.6844 ext. 52 or dlopez@saberhacer.com.

About Saber Hacer
Saber Hacer, LLC, a media company using the brand name Saber Hacer(TM), is dedicated to providing Latinos in the U.S. and Latin America with high-quality video content in a variety of digital formats. The Company was founded in April 2006 with its first content produced in September 2006. Saber Hacer was created to fill a significant void in the Hispanic community of expert-driven instructional, self-help, and educational information, in both Spanish and English, for the fastest growing population in the U.S.”*

ervSafe Alcohol and Cerveza Tecate announce the release of ServSafe Alcohol Fundamentals of Responsible Alcohol Service, the Spanish edition of the popular training manual. The free version will be distributed at the 2008 National Restaurant Association Restaurant, Hotel-Motel Show and the International Wine Sprits and Beer Show, May 17-20, in Chicago. This newly released Spanish textbook meets the needs of operators looking to train a growing number of Spanish-language employees in responsible alcohol service.

“ServSafe Alcohol and Tecate have collaborated to offer complementary copies of the new ServSafe Alcohol Fundamentals of Responsible Alcohol Service, Spanish. This ‘first look’ at the new textbook is something we are excited to offer attendees of the NRA Show,” said Mary M. Adolf, president and chief operating officer, products and services division, NRA Solutions. “ServSafe Alcohol and Tecate recognized the growing need for Spanish-language training tools and our relationship allows the restaurant and foodservice industry to be the first to experience this new responsible alcohol service Spanish training tool.”

Free copies of ServSafe Alcohol Fundamentals of Responsible Alcohol Service, Spanish can also be requested at www.ServSafe.com/alcohol/spanishedition, while supplies last.

“As a leading Mexican cerveza, we have the responsibility to create a safe and healthy environment for our adult consumers to enjoy the brand,” said Carlos Boughton, brand director for Tecate and Tecate Light. “Our collaboration with ServSafe Alcohol allows us to connect with and speak to Hispanic servers in a manner that is most relevant to them. We are thrilled to be a part of this program and encourage restaurant and bar managers to take advantage of this opportunity while at the show.”

According to the 2007 NRA Industry Forecast, the restaurant and foodservice industry employs an estimated 13.3 million people, or 9 percent of the US workforce. The industry is expected to add 2 million jobs over the next decade, with employment reaching 15.1 million by 2018. As the industry continues to expand, so does the rapidly diversifying ownership of restaurants. Census figures show Hispanic-owned restaurant firms grew by 30 percent between 1997 and 2002; growing faster than the restaurant industry as a whole at 16 percent for the same time period.”*

The Hispanic Scholarship Fund (HSF) will be awarding approximately 15 $3,000 scholarships this fall to graduating high school seniors and undergraduate students from the State of Delaware. They will be awarded to Hispanic students who will enroll full time at a four year university in the Fall of 2008.

The application deadline is May 30, 2008, so please get this information to your students as soon as possible.

Requirements for this scholarship are as follows:

• Be of Hispanic heritage
• Must have a parent address or current address in the state of Delaware
• Be a U.S. Citizen or legal permanent resident
• Minimum 3.00 GPA
• Must apply for federal financial aid using the FAFSA
• Have plans to enroll full time in the 2008-2009 academic year

Students can apply to the HSF/ Delaware College Scholarship through the following link: https://apply.hsf.net/

Univision Communications Inc., the leading Spanish-language media company in the United States, today announced financial results for the first quarter ended March 31, 2008. For the first quarter, net revenue increased 5.8% to $458.8 million in 2008 from $433.7 million in 2007. Adjusted operating income before depreciation and amortization² increased 2.8% to $150.9 million in 2008 from $146.8 million in 2007. The company’s music recording and publishing business³ as well as certain non-core assets have been reported as discontinued operations for all periods presented and are not included in the above results.

Joe Uva, Chief Executive Officer, said, “I am pleased that Univision achieved another period of positive results with both our Television and Radio businesses substantially outperforming the broadcast industry. The Univision Network attracted more young adults than CBS to rank as the #4 network for the entire quarter among young adults, Univision Radio continues to deliver exceptional audience share growth and improvement in rank in key markets, and Univision Online forged important partnerships with CNET, the NFL and Verizon Wireless to leverage and build on its unmatched popularity among U.S. Hispanics.”

Uva continued, “Looking to the 2008-2009 Upfront, we feel confident in our competitive position. We are excited to bring the new ROI tool developed with Nielsen to the market, which will provide marketers with valuable television viewing data fused with purchase information to help accurately target consumers, maximize their advertising spending and grow their businesses.”

Andrew W. Hobson, Chief Financial Officer, said, “Our Television and Radio businesses continued to grow in the first quarter with our revenue growth significantly outperforming the overall broadcast industry.”

The following tables set forth the Company’s unaudited financial performance for the three months ended March 31, 2008:

Unaudited In millions		Three Months Ended March 31,
		Net Revenues				OIBDA4
		2008		2007		2008		2007
Television		$365.2		$340.9		$129.6		$119.4
Radio		85.8		83.4		22.0		26.4
Internet		7.8		9.4		(0.7)		1.0
Consolidated		$458.8		$433.7		$150.9		$146.8
2007 amounts represent a predecessor basis of accounting.

TELEVISION HIGHLIGHTS

Univision Network

The following table sets forth the total primetime audience and ranking of the country’s leading broadcast and cable television networks for the first quarter 2008, as measured by Nielsen’s National Television Index (NTI):

		Total U.S. Primetime Network Audience
		1st Quarter 2008
Rank*		Network		Adult 18-34 Avg. Audience (000)		Adult 18-49 Avg. Audience (000)
1		FOX		3,232		7,161
2		ABC		1,336		3,308
3		NBC		1,284		3,339
4		UNIVISION		1,163		1,990
5		CBS		1,147		3,274
6		TBS		692		1,176
7		CW		639		1,153
8		USA		556		1,229
9		MTV		490		630
10		CMDY		475		707
Source: Nielsen Media Research, NTI, 12/31/07-03/30/08 Live+SD data. Primetime defined as M-Sa 8-11p, Su 7-11p. *By Adults 18-34

The Univision Network out delivered CBS to rank as the #4 network in the country in primetime among Adults 18-34 in the first quarter, as measured by Nielsen’s NTI. In the first quarter, Univision delivered more viewers than either ABC, CBS, NBC or FOX on nine out of every 10 nights – or more than 90% of the time – in primetime among Adults 18-34. Among Adults 18-49, Univision ranked as the #5 network in the country in primetime and delivered more 18-49 year old viewers than either ABC, CBS, NBC or FOX on one out of every three nights in the first quarter. Univision maintained its strong results on Friday nights in the first quarter, ranking as the #1 network for the entire night on more than 75% of the Fridays in the quarter among Adults 18-34.

During the first quarter, Univision’s blockbuster novela “Al Diablo con Los Guapos” (“Down With the Beautiful”) propelled the network to the #2 spot among all networks in the country during the highly competitive 8:00 p.m. – 9:00 p.m. weeknight hour among Adults 18-34. Univision also broadcast the most-watched “Premio Lo Nuestro” awards show in its history during the quarter, reaching 12 million total viewers and increasing Adult 18-34 viewership 11% over last year. In addition, underscoring the importance of Univision’s weeknight network news to Hispanic Americans, “Noticiero Univision” achieved a record-breaking audience level of 1.3 million Adults 18-49, representing a viewership increase of 5% over first quarter last year while the other major network evening news programs experienced an average decline in viewership of 7%.

Locally, during the 2008 first quarter, Univision stations were ranked as the #1 station in any language in primetime among Adults 18-34 in Los Angeles, Houston, Fresno and Bakersfield. Univision’s primetime novela block outdelivered the competition among Adults 18-49 in Los Angeles, Houston, Fresno and Bakersfield. In total day, Univision stations were ranked as the #1 station in any language in Los Angeles, Houston, Dallas, Fresno, Austin and Bakersfield among Adults 18-34 and in Los Angeles, Houston, Fresno and Bakersfield among Adults 18-49.

TeleFutura Network

TeleFutura continued its viewership growth in the 2008 first quarter, increasing its primetime audience 6% among Adults 18-34 and 3% among Adults 18-49, and its total day audience 13% among Adults 18-34 and 5% among Adults 18-49, compared to first quarter last year. During the first quarter, TeleFutura was the #2 Spanish-language network, behind only Univision, in weekday daytime, weekend daytime, early morning and late fringe among Adults 18-34, Adults 18-49 and Persons 2+. Additionally, TeleFutura’s primetime movie block increased its popularity, growing its audience 11% among Adults 18-34 and 10% among Adults 18-49, compared to first quarter last year.

Locally, during the 2008 first quarter, TeleFutura stations were ranked as the #2 Spanish-language stations in primetime among Adults 18-34 in Chicago, Houston, San Antonio and Sacramento, and among Adults 18-49 in Los Angeles (tie), Chicago, Houston, San Antonio, Sacramento and Tucson (tie). In total day, TeleFutura stations were ranked as the #2 Spanish-language station among Adults 18-34 in Los Angeles, Chicago, Houston, Dallas, San Antonio, Sacramento, Fresno (tie), Austin (tie), Tucson (tie) and Bakersfield, and among Adults 18-49 in Los Angeles, Chicago, Houston, Dallas, San Antonio, Phoenix (tie), Sacramento, Austin (tie), Tucson (tie) and Bakersfield (tie).

Galavisión Network

The Galavisión Network delivered its strongest ever first quarter performance in primetime and total day, achieving audience increases of 14% in primetime and 17% in total day among Adults 18-49 compared to first quarter last year. Galavisión remained the #1 Spanish-language cable network among U.S. Hispanics during the quarter, attracting nearly double the Adult 18-49 audience of its closest competitor among the other individually rated Spanish-language cable networks in primetime.

RADIO HIGHLIGHTS

Univision Radio’s net revenue grew 2.9% in the first quarter of 2008, compared to an average decline of 4.8% in the markets we operate in according to Miller Kaplan. In the Arbitron Winter 2008 book, Univision Radio’s outstanding programming and effective cross promotion with Univision’s local television stations resulted in audience share growth and improvement in rank among Adults 18-34 and Adults 25-54 in key markets. In Los Angeles, Univision Radio maintained its leadership position with KLVE and KSCA ranking as the #1 and #2 stations in the market respectively, among Adults 25-54. Univision Radio’s New York station cluster posted notable audience share increases of 14% among Adults 18-34 and 38% among Adults 25-54, compared to the same period last year. In San Francisco, KSOL maintained its #1 ranking in the market among Adults 18-34. Additionally, Univision Radio had the #1 station among Adults 18-34 and Adults 25-54 in Dallas, Phoenix, and Puerto Rico.

INTERNET HIGHLIGHTS

Univision Online unique visits increased by 16% compared to the first quarter last year. In addition, video streams increased 68% in the quarter compared to a year ago, driven by streamlined usage features and the recent launch of the site’s new video portal. During the first quarter, Univision.com announced a partnership with CNET to provide Univision.com users with access to a special mini-site for product reviews, breaking news about technology and original videos to help Spanish-speakers navigate and learn about today’s digital world. Additionally, Univision Online announced a partnership with the National Football League to jointly manage and operate NFLatino.com, powered by Univision.com, the official Spanish-language website of the NFL.

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Five new channels join the exclusive Latin American network line-up, making LAETV the only media sales rep firm that covers 50 percent of available

Hispanic channels in the country

Miami, Florida (May 14, 2008) — Latinamerican Ethnic TV (LAETV) announced today the addition of five new networks to its portfolio, which makes it the largest Latin American television network sales rep firm in the United States, covering 50 percent of available U.S. Hispanic network options.

“Without a doubt, we are the most qualified option for those advertisers seeking to establish brand recognition and to increase their products’ demand.  We have definitely become the best connection between the media and the Hispanic communities originating from Mexico, Central and South America,” said Kurt Pflucker, president of LAETV.

Experience and knowledge of the market has allowed LAETV to provide Hispanic’s in the U.S. with excellent programming from their countries of origin. In addition to keeping them in touch with their roots, it allows advertisers to establish more emotional ties to this community and reinforces their brand loyalty.

The networks represented by LAETV range from those specializing in sports and news, with direct broadcasts from Latin American countries to those specializing in entertainment and general information, these channels include CANAL SUR, SUR Perú, TV Venezuela, SUR México, TV Colombia, Telefe, Ecuavisa, TV Chile, CentroaméricaTV, 22 México, Once México, AYM Sports, Televisa Michoacán and MI CINE México.

It’s important to emphasize that the increase in the number of networks represented implies potential access to almost 100 percent of all the diverse nationalities that comprise the Hispanic market in the United States.

Businesses oriented towards the Hispanic market seek to maximize the awareness already gained in Latin America of their brands.  By having networks with original content from these countries and offering a portfolio with so many options, LAETV responds to the needs of these companies.

“We know very well each of the idiosyncrasies of the different groups that comprise the Hispanic community.  We know what they watch, what attracts them and what they buy.  Thanks to our varied and extensive portfolio, we offer our clients the possibility of a real closeness with these groups,” stated Pflucker.  “Although our signals are not yet measured by Nielsen, our clients continue to buy our networks because of the reaction of their audiences to the brand and during direct response campaigns that have proven to be successful,” concluded Pflucker.

LAETV offers its services to clients from diverse industries, from airlines to car dealerships, phone card and remittance companies.  The current portfolio of clients, include LAN Airlines, Spirit Airlines, Toyota, Lexus, Americatel and Western Union among others.

About LAETV

LAETV, the largest U.S. Hispanic cable/satellite television sales rep firm in the United States, offering new alternatives focused specifically on attracting this lucrative market.  With headquarters in Miami and offices in New York and Los Angeles, the company provides specific local programming, an opportunity that allows advertisers to establish closer emotional ties with consumers from these Hispanic communities.  LAETV represents 14 of the principal Latin American networks that reflect the views and diversity of the Hispanic segments that live in the United States, proving to be highly efficient in brand positioning and in generation of direct responses.

For more information visit www.latinoethnictv.com

A few weeks ago, the U.S. Census Bureau released updated data on the size and makeup of the U.S. Hispanic population. The statistics show that this demographic now comprises more than 45 million consumers. The magnitude of the number speaks for itself, but what concerns me is the idea of falling short on the promise that is made to existing and prospective clients.

Obviously, the rationale behind targeting Hispanics is to tap into this treasure trove of 45 million consumers with incredible buying power. Yet, when one looks at the strategies and programs that are planned and executed against the segment, they fall short on their ability to reach all 45 million. It seems to me that this is because of how the market has always been perceived, thought about and, most important, sold. “*

This year marks 40 years that El Concilio (Counsel for the Spanish Speaking) has helped tens of thousands of people every year with programs such as its legal services.

As more Latinos call San Joaquin County home, there is an increasing need for such services. More than 35 percent of the county population is Latino, and that number is expected to reach nearly 50 percent by 2050, according to data from the U.S. Census Bureau and California Department of Finance.

The nonprofit group, started in 1968 by the human services Cursillo movement group from Catholic Charities, has more than a dozen programs, many of them intended for Latinos. They include child care centers for the children of migrant workers, free and low-cost health insurance enrollment, mental health services, English classes and immigration services.”*

Yahoo! Telemundo today launched Search Assist, the most advanced assistance technology available on the Web, as well as the integration of video and photos within the search results, making Web search an effortless task for U.S. Hispanic consumers. The new Yahoo! Telemundo Search was designed to better understand user intent and provide them with the results they are looking for in just one search.

Recent research conducted by Harris Interactive on behalf of Yahoo! on the state of the Web shows that consumers are suffering from “Web Search fatigue.” The study revealed that 99 percent of online adults use a search engine to find information on the Internet, with a mere 15 percent of people finding what they’re looking for with their first search and typically needing to conduct three to four searches.

“The new Yahoo! Telemundo Search was created to optimize user experience and get consumers what they want on the first search query,” said Jose Rivera Font, vice president and general manager, Yahoo! Hispanic Americas. “Consumers want answers and they want them quickly, so the changes we’ve made are focused on getting people to the best answer - whether it be a Web link, photo, video or video clip - all in one search.”

Search Assist goes beyond basic search “suggestions” and gives consumers real-time query suggestions as well as related topics and concepts, which is especially valuable when a person is searching for an unfamiliar topic.

Yahoo! Search Assist is there for consumers when they need it and can be turned off when they don’t. As a user types in the search box, it predicts when the person needs help with their search and opens a drop down menu of suggestions and related concepts (see diagram 1*) that enable further exploration around their search topic.

In addition to the new Search Assist feature, Yahoo! Telemundo Search has also introduced multimedia integration including video and photos (see diagram 2*) directly in the search results — allowing consumers to get their answer - whether it’s a Web link, photo or video clip — without leaving the page.

The Search Assist feature also includes YouTube and Metacafe videos indexed by Yahoo!. In addition, consumers can use shortcuts if they are only interested in accessing videos on these particular sites. To do this, they should type in the search word followed by the site they want to look in, like site:www.youtube.com or site:www.metacafe.com. For example: “caída de edgar site:www.youtube.com”. When the consumer finds the video they are looking for, they will see a still photo of it and a direct link to play the video.

Similarly, Yahoo! Telemundo users can also integrate images in their search results by adding the word ‘imágenes’ after their keyword search. For example: “Shakira Imágenes”. (see diagram #2*)

The Spanish-language versions of Search Assist, available in Yahoo! Telemundo, Yahoo! México and Yahoo! Argentina, are tailor-made to reflect local search behavior, language and tendencies. So when you search for ‘Ricky Martin’ on Yahoo! Telemundo Search, Search Assist won’t suggest “photos, lyrics, songs, music” like it does in the U.S., instead, it will offer most suggestions in Spanish like “fotos, biografía, videos, conciertos”.

As part of the new Yahoo! Telemundo Search, consumers will also see new Yahoo! Search Shortcuts, with the most useful information found on the Web, including information contributed by other online users. The new shortcuts were designed to help consumers save time when searching for popular categories such as images, news, weather, maps, and directions (see diagrams 3-6*).

Since its initial launch in October of 2007, Yahoo! Search Assist is now available in 15 countries, including Argentina and Mexico, and in seven languages.
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Spanish-language channel V-me–distributed partly via digital multicast in partnership with PBS stations–held its first upfront this week. It made programming announcements covering an original preschool production, several new reality series and continued content from the Food Network.

The 14-month-old network offers 30-second spots, but also PBS-style underwriting and sponsorship opportunities.”*

No one has bragging rights over the Latino vote, not yet. And after the massive immigrant rights marches of 2006, the old token “tamale politics” won’t work — if they ever did.

With Sen. Barack Obama emerging as the probable opponent to Republican Sen. John McCain, the Latino media and blogosphere have been abuzz with speculation on how the two might fare head-to-head.

Obama did poorly among Latinos against Sen. Hillary Clinton (On Super Tuesday, Latinos voted for Clinton by a 2-to-1 margin). The conventional wisdom has been that he is woefully vulnerable in this demographic. But McCain is not necessarily ideally positioned, according to Los Angeles political columnist Pilar Marrero. “*

So did you know this? If you didn’t, perhaps you could send it to someone you know to help spread the knowledge and please tell them about HispanicTips.

View more “Did You Know?” facts in our “Did You Know?” section

One of my biggest gripes about the market is that it seems like we’re always talking to ourselves. By we, I mean U.S. Hispanic ad agencies. Every Hispanic industry event it seems like we’re preaching to the choir. We need an advocate that spreads the word down the client halls and throughout corporate America.

But that’s just part of it. In my opinion, the true lack of voice in the market has to do with the work. Over the last few years, the Hispanic market has improved creatively. We are finally no longer just a blip on the screen at major award festivals. Latino agencies are consistently having a presence at Cannes, Clio and FIAP.

Yet with all this success, we have yet to create our own voice for the U.S. Hispanic market. Today, the voice of the U.S. Hispanic market is what I call borrowed interest. There is some great work, but the best spots tend to be very South American.”*